WESTFORD CENTER — Westford’s new long-term communications strategy is designed to improve transparency, strengthen resident engagement and create more coordinated messaging across municipal departments and Westford Public Schools.
The initiative originated from a Request for Proposals issued by the town in October 2024 seeking a consultant to help develop a communications plan and provide communications support services.
Feedback gathered during the town’s strategic planning process identified concerns about town communications and a disconnect between municipal messaging and public understanding of town projects, initiatives and challenges.
The RFP stated that communications across departments were inconsistent, saying that while some departments communicated effectively, the town lacked coordination and a unified messaging strategy. The document also identified a need for improved collaboration between the town and Westford Public Schools, particularly during emergency and public safety situations.
The town contracted with Capital Strategic Solutions to assist in developing the plan in collaboration with town departments, boards and committees.
According to Clara Pereira of Capital Strategic Solutions, the first year of the contract was approximately $65,000 and included a baseline communications assessment, strategy development, creation of a multi-channel communications plan, community engagement initiatives, implementation support, evaluation measures and ongoing communications services. Pereira serves as Capital Strategic Solutions’ primary point of contact for the project.
The proposal included conducting a communications audit, reviewing existing emergency management protocols, analyzing communication channels and identifying opportunities for improved public outreach and coordination.
Under the framework, the communications plan includes emergency communication procedures, social media and branding guidelines, community engagement strategies, implementation timelines, staff training and performance metrics designed to support consistent and effective communications.
Pereira said the goal of the plan is to promote clear, timely, accurate and accessible communication that strengthens transparency, civic engagement and public trust while creating a coordinated approach to internal and external communications.
The consultant has also assisted with implementation support services, including training sessions for staff and ongoing guidance as the plan moves forward.
On Feb. 10, the Select Board reviewed the plan and proposed changes. During the meeting, recommendations outlined in the plan included expanded use of multi-platform communication tools, improved coordination between municipal departments and schools, clearer protocols for emergency communications and increased opportunities for resident feedback through forums and surveys.
At the meeting, Town Manager Kristen Las said town departments had reviewed the communications plan internally and noted that Capital Strategic Solutions had already conducted communications training sessions with staff. Las also said the town plans to conduct a resident survey later this year to assess whether communication efforts have improved and gather feedback for future updates to the strategy.
Sarah Fletcher, executive director of WestfordCAT, said the organization hopes to support the town’s communications efforts as the plan moves forward.
“WestfordCAT (Community Access Television) looks forward to supporting the town’s efforts as the communication plan moves forward and stands ready to serve as a resource and partner in helping that message reach the community,” Fletcher said.
